RightMessage is a new tool that can help you personalize pages based on referral source.

So you can create a single landing page design, for instance, but customize all of the content based on if someone is visiting from a partner website, email message, or it’s their very first time to your site.

Studies show that more landing pages tend to equal more conversions. However, that doesn’t just mean more offers. It also means more relevant ones. It means more variations on the same pages you’re already using.

Think about your own user flow for a minute.

How do people go from one step the next?

When you start plotting it all out, you’ll see drastically different end points along each step:

PPC traffic tends to convert well because people are typing in exactly what they’re looking for.

They have intent. That means they should receive a landing page offer, most likely.

But someone who arrives to a blog post from Google?

They’re just starting to get a lay of the land.

Say you Google “content marketing”:

That’s a pretty generic search query. Chances are, you’re just looking for information at this stage.

So instead of a product offer, your next step is probably to learn more information about the website you’re currently on:

Why are we talking about this?

Because it shows that someone’s referral source can often clue you into what they want.

Want more tips? I’ll give you 3 more:

Conclusion

Personalization is one of the leading trends in marketing.

Almost everyone agrees that it’s important. And almost every study shows positive results.

Why don’t more website look like Amazon’s then?

Because implementing personalization is much easier than it looks.

The tools are out there. Sure, many can get pricey when you’re on big plans.

But the technology exists and is affordable to most legitimate businesses.

The problem is that most companies don’t collect enough useful data points about each customer.

They gather demographic data, like household income. But not key data, like “what are they looking for on my site?”

Surveys can help. However, you’ll need enough people on your list, first.

Instead, start relying on more behavior data.

People are literally already telling you exactly what they want. Their clicks and actions are out there in the open.

You just need to know where to look to find it.

What’s your favorite example of website personalization in action?

About the Author: Neil Patel is the cofounder of Neil Patel Digital.

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